Burson-Marsteller Australia opens Encoder PR, digital and traditional PR services

Encoder is owned by Burson-Marsteller (B-M) Australia. Former director and digital lead Daniel Young from B-M will lead Encoder PR as general manager.

Encoder PR will focus on thorough audience research and insights prior to any strategic planning and creative execution. The agency is to offer services in rich media content development, social media monitoring, search optimisation, blogger relations to match the highly visual and face paced media environment in Australia. Encoder PR also provides crowd sourcing and word-of-mouth to engage audiences.

The firm will also partner with digital specialists and third party agencies to step up its capabilities when needed.

Young said the agency name ‘Encoder' implies the effectiveness of communication "in today's highly fragmented media environment".

"Changing media consumption habits have profound implications for all marketing communications disciplines, including PR. The industry has to evolve with these changes in order to remain relevant," Young added. The agency already has a Twitter account @encoderpr and the website will activate in August.